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Microsoft will spend an additional $200 million on cloud and solution incentives for its channel partners this fiscal year, boosting the company's overall partner incentives spending to more than $4.2 billion.

"We're not in this to be second place," Roskill said, speaking in the cavernous Air Canada Center. "Don't hold back in FY 13. It's time to get out there and compete with passion. It's time to go big and go bold. We have everything we need to win. So don't hold back."

Microsoft is growing its cloud and solution incentive spending, which Roskill described as "some of the richest programs we've ever had," by 40 percent.

Microsoft touted an International Data Corp. white paper that said the benefits of the Microsoft Partner Network program spending provides $320,000 in value annually to a Microsoft partner with about 50 employees, $5 million to $10 million in annual sales, and between two and five Microsoft competencies.

Microsoft also unveiled changes to the MPN competency program under which partners become certified to achieve gold or silver status. A new application development competency combines the previous ISV, software development and Web development competencies.

Likewise a new collaboration and content competency, focused on partners that work with SharePoint, merges the previous portals and collaboration, content management, and search competencies. Microsoft is also revamping the desktop competency to focus on devices and deployment, and the digital marketing competency will now include Bing advertising and related tools.

The Wednesday keynotes, the last major speeches at WPC, are traditionally used by Microsoft executives to fire up channel partners who account for 95 percent of Microsoft's revenue.

Turner didn't disappoint. Noting that there are 1.5 billion people on Earth who use Microsoft products, he said: "But there's another 5 and a half billion people we need to go get with our partners."

The COO said revenue from Microsoft's cloud products grew more than 100 percent in fiscal 2012, which ended June 30. Windows 7 now accounts for more than 50 percent of all desktop Windows installations, he said, "and the opportunity is to go and get the rest with our partners."